Product Lifecycle: Samsung 3D TV Case Study

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PRODUCT LIFE CYCLE

Samsung was the first company to introduce the 3DTV to Australia. They released the first range of 3DTVs in 2010. In relation to the product life cycle of the Samsung 3DTVs they were at their introduction stage. At this stage they had just introduced this new product to their normal range of HDTVs (LED LCD’s & Plasmas) and the 3DTV was a new product which did not have as much Exposure to the market as their normal range did. At this introduction stage of the products life cycle, Samsung was making a loss with the 3DTVs. In the following year leading up to the early months of 2012, Samsung’s 3DTVs are well off in the growth stage. There has been a much greater awareness of the 3DTV technology around the world and therefore at the growth stage Samsung is making a profit from their range of 3DTV’s. We expect that Samsung’s 3DTV’s will be in the maturity stage in the next 2to3 years and that there will be a much higher profit made from the 3DTV’s than their normal range of HDTV’s.

CHANGES OVER THE LIFE CYCLE
Samsung’s 3DTV’s will face many changes in the marketing mix throughout their life cycle. In the introduction stage the 3DTV’s are a new technology and therefore are being thrown into the market in order to see if they come out successful. In the Growth stage, the 3DTVs are already successful and therefore competing brands start to develop the same technology and begin to compete alongside Samsung. When Samsung reaches the Maturity stage of the products life cycle then the market for the 3DTV’s is just pure competition. Samsung’s 3DTV technology becomes just one brand of the 3DTV market. At this Maturity stage, Samsung constantly competes with other brands on subtle differences that make their product stand out. When Samsung’s 3DTV’s become a part of the Decline stage they will have to either reduce its investment in the product, drop the product from its production mix or change the product and hope that in enters a new growth...
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